摘要：This paper aims to identify reasons by which customers prefer private insurance covers to public ones. For this purpose, we considered product, service, economic, human and comfort factors as antecedents of customer preference in purchasing private insurance covers. The research sample involves 191 customers who were randomly selected from two provinces of Khorasan Razavi and Khorasan Shomaly, Iran. The research tool used was a 7-points Likert questionnaire in which respondents were asked to show their agreements about 25 items of 6 constructs. A structural equation modeling by Smart-PLS used to test the model and measure the standardized estimates of the constructs. The results showed that human and economic factors are antecedents of private insurance preference.
